The Wayback Machine: A Time-Travelling Tool for SEOs & Webmasters

SUSO 03 April 2023

A look at how the Wayback Machine can be used to carry out useful SEO tactics.

Author: Patryk Krol, Senior SEO Specialist

Patryk Krol








The Wayback Machine, created by the Internet Archive, is a powerful tool that allows users to access archived versions of websites dating back to the late 1990s. 

It offers an interesting look into how the internet has evolved over time, allowing users to revisit websites that no longer exist or see how popular sites have changed throughout the years.

However, the Wayback Machine is not just a tool for nostalgia. It can be a valuable resource for SEO specialists, webmasters, and content creators looking to improve their online search presence.

In this article, I’ll focus on the applications of this tool that can be used in the work of a SEO specialist.

wayback machine

Analysing A Domain’s History

Analyse Your Own Website

To begin with, the Wayback Machine is a great tool to familiarise yourself more closely with a domain.

Not only can this tool help you to get a general view of the website’s history but also how it used to change in the past.

It can be helpful especially when analysing a website’s historical drops in visibility. Looking at the archives during the period in which its visibility suffered or a Google penalty was actioned can help determine potential reasons for it.

Here are some common factors that may explain these drops during your analysis:

  • Changes in the website’s appearance (i.e. content changes, but also aesthetic changes related to layout and design).
  • Removal of certain optimisation changes (i.e. was a plugin disabled?)
  • Temporary unavailability of the website due to technical issues (i.e. web hosting)

The Wayback Machine can help not only to identify the causes but also to develop a plan to solve the problem.

Domain You Want to Buy

Buying a domain with history can be beneficial for several reasons, including established authority, SEO benefits, brand recognition, cost-effectiveness, and existing traffic.

It can provide a head start for businesses looking to establish credibility and save time and money in the long run. However, whether it’s for your business or personal blog, it’s always good to take a closer look and analyse the domain first. 

While the Wayback Machine doesn’t provide information on a website’s traffic, backlinks, or other SEO analytics data, it can still be a valuable tool to help you analyse a domain’s history before buying it.

By examining the historical snapshots of a domain, you can get an idea of how the website has evolved over time. This can help you determine whether the site has a strong, established history, or whether it has been frequently changed or abandoned in the past.

It’s always good to check if the domain has any negative online reputation, such as being associated with spam or malware. You can use tools like Google Safe Browsing and the Wayback Machine to check the domain’s history and identify any potential risks.

Domain You Want to Get a Link From

Analysing a domain’s history through Wayback Machine may be an additional step in evaluating whether a backlink from a link prospect is worth pursuing. 

For example, the Wayback Machine can help you determine the age of the domain, which can be a factor in how search engines rank the website. Older domains are typically considered more authoritative, and links from such domains can carry more weight.

check domain history

What’s more, by examining the historical snapshots of the domain, you can identify any potential spam or low-quality content that may have been present on the website in the past.

By evaluating the website’s history, you can also identify any black hat SEO practices, like keyword stuffing or link schemes, that may have been used, and ascertain whether the website has a reliable and ethical track record, which can prove beneficial for SEO.

evaluate the website's history

Make an Emergency Backup

The Wayback Machine archives can function as a valuable backup tool.

If you’ve accidentally deleted content from your website and can’t restore a backup, the Wayback Machine can help you recover lost content such as text, images, or even entire HTML pages.

However, it’s important to keep in mind that using the Wayback Machine as a backup tool has some limitations. 

For one, the archive may not capture every single version of your web pages, so you may not be able to recover all of your lost content.

Additionally, the Wayback Machine may not always be able to fully restore the formatting or functionality of your web pages, especially if you’ve used custom scripts or other advanced features.

http error message

Access to Temporarily or Permanently Unavailable Content

They say that nothing is lost on the internet, and to a certain extent, that’s true. However, the resources available on the web are subject to constant change.

There are situations in which a website may be temporarily unavailable or its content has been altered, and you may be interested in accessing a previous version of the website. This is where the Wayback Machine comes in handy.

The Wayback Machine allows you to view a website as it appeared days, weeks, months, or even years ago. 

This tool can be useful in the following situations:

  • You want to revisit interesting content from a website that has been temporarily hidden or withdrawn from publication.
  • You urgently need to access a website that is temporarily unavailable, for example, due to server overload.
  • You want to view data on a page that has been overwritten or updated.
  • You are just curious to see how our favourite websites have changed over the years.

FAQs About Wayback Machine

What is the Wayback Machine?

The Wayback Machine is a tool created by the Internet Archive that allows users to access archived versions of websites dating back to the late 1990s.

All you have to do is enter the URL of the page you want to see and the machine will do the rest.

Who can benefit from using the Wayback Machine?

The Wayback Machine can be useful for regular internet users, webmasters, content creators, and SEO specialists.

How can the Wayback Machine be useful for SEO specialists?

SEO specialists can use the Wayback Machine to analyse a site’s history, evaluate a domain before buying it, determine the age of a domain, identify black hat SEO practices, and more.

Can the Wayback Machine be used as a backup tool?

Yes, the Wayback Machine archives can function as a backup tool to recover lost content such as text, images, or even entire HTML pages.

What are the limitations of using the Wayback Machine as a backup tool?

The archive may not capture every single version of web pages, and it may not always be able to fully restore the formatting or functionality of web pages.


Overall, the Wayback Machine is an incredibly powerful and versatile tool that can serve both regular internet users and SEO specialists.

Keep in mind however that the Wayback Machine is not that comprehensive and, for accurate technical SEO analysis it should be used as a supplement, in conjunction with other SEO tools and techniques.

Despite its limitations, the Wayback Machine remains an incredibly useful tool that has numerous applications. 

It can be used to conduct research, recover lost content, analyse trends and changes in web design, and much more. In conclusion, the Wayback Machine is a valuable addition to anyone’s digital toolkit, and its potential uses and benefits are well worth exploring.

More articles

View more of our research.

Does Content Freshness Affect Search Results

Does Content Freshness Affect Search Results?

Find out whether content freshness has a direct impact on search rankings and how often you should update content on your website.

Read More
Hetvi Thakker - How I Became A SUSOnian

Hetvi Thakker: How I Became A SUSOnian

Our Account Manager Hetvi Thakker gives an insight into what it’s like to work on client campaigns at SUSO.

Read More